People tend to prefer spending on products that cater to their unique taste rather than undifferentiated goods in recent times. Every region has its peculiarities and charm, so products and services with regional-based scarcity have been developed to attract consumers. As a response to this, a new emerging trend called “loconomy” has been on the rise. This neologism combines the words “local” and “economy”. In line with this trend, companies have branded local specialties, collaborated with local restaurants, and utilized regional images in their food products. Famous franchises' products and foods using local ingredients have been gaining popularity from consumers. The Chonnam Tribune explored the loconomy food products that are making a mark in the world of marketing and consumption today.
    Many food brands are unveiling new food items that are made with local delicacies. Marketing strategies to brand local specialties give consumers high-quality meals, and they improve the economic stability of farmhouses by informing consumers of local specialties and inducing consumers' interest. McDonald’s "Changnyeong Garlic Beef Burgers" contain garlic from local farmhouses in Changnyeong County. Lotte’s "Haenam Green Tea Flavored Peperos" use green tea powder produced in Haenam County, and Yonsei’s "Hallabong Cream Bread" is made with hallabongs, iconic fruits from Jeju Island.
    Collaboration between big food companies and local restaurants is also widespread as a marketing tactic. With a boost in sales, and national exposure in mind, they will work hand in hand to create a beneficial partnership for both parties. E-mart24, partnering with "The Cliff" Café & Pub in Jeju, launched collaboration products such as "Black Chicken Mayo Rice" inspired by basalt in Jeju. Starbucks Korea has developed the "Okcheon Sweet Pumpkin Lattes" using local ingredients in Okcheon County. It is only on sale at 150 cafes all over the country to strengthen its contribution to the local economy.
    Lastly, the regional image is also used as marketing factor. More and more products incorporate local names and regional imagery. A good example is the collaboration between GS25 and Kabrew, a first-generation craft beer brewery in Korea. They launched five Korean landmark- themed beer labels: "Gwanghwamun," "Jeju Baengnokdam," "Seongsan Ilchulbong," "Namsan Mountain," and "Gyeongbokgung". This has led to another fad whereby customers upload a photo on social media with a beer in hand with the landmark in the background.